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    KITKAT BRANDING - Update

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    Teguh 'sammy' Pribadi
    Here are 3 suggestions for further developing the KITKAT brand in Japan: 1. Leverage cultural symbols of Japan even more through localized marketing campaigns featuring symbols like cherry blossoms and imagery of good luck and prosperity. 2. Target university and high school students directly with on-campus marketing and sponsorships of student events and activities to build stronger brand affinity with the key target demographic. 3. Expand the portfolio of KITKAT products to cater to Japanese tastes, such as new flavors incorporating popular Japanese fruits or ingredients.

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    KITKAT BRANDING - Update

    Uploaded by

    Teguh 'sammy' Pribadi
    469 views20 pages
    Here are 3 suggestions for further developing the KITKAT brand in Japan: 1. Leverage cultural symbols of Japan even more through localized marketing campaigns featuring symbols like cherry blossoms and imagery of good luck and prosperity. 2. Target university and high school students directly with on-campus marketing and sponsorships of student events and activities to build stronger brand affinity with the key target demographic. 3. Expand the portfolio of KITKAT products to cater to Japanese tastes, such as new flavors incorporating popular Japanese fruits or ingredients.

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    KITKAT BRANDING_update.pptx

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    Here are 3 suggestions for further developing the KITKAT brand in Japan: 1. Leverage cultural symbols of Japan even more through localized marketing campaigns featuring symbols like cherry blossoms and imagery of good luck and prosperity. 2. Target university and high school students directly with on-campus marketing and sponsorships of student events and activities to build stronger brand affinity with the key target demographic. 3. Expand the portfolio of KITKAT products to cater to Japanese tastes, such as new flavors incorporating popular Japanese fruits or ingredients.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    469 views20 pages

    KITKAT BRANDING - Update

    Uploaded by

    Teguh 'sammy' Pribadi
    Here are 3 suggestions for further developing the KITKAT brand in Japan: 1. Leverage cultural symbols of Japan even more through localized marketing campaigns featuring symbols like cherry blossoms and imagery of good luck and prosperity. 2. Target university and high school students directly with on-campus marketing and sponsorships of student events and activities to build stronger brand affinity with the key target demographic. 3. Expand the portfolio of KITKAT products to cater to Japanese tastes, such as new flavors incorporating popular Japanese fruits or ingredients.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 20

    SYNDICATE 3

    BRAND & MARKETING COMMUNICATION | MM-6031

    KITKAT IN JAPAN (A):


    SPARKING A CULTURAL
    REVOLUTION

    Atikah Dinarti 29117496


    Ryan Ramdani 29118059
    Shandy Asri Achmad 29118121
    Teguh Pribadi Manullang 29118146
    JAPAN
    • 日本

    •
    •
    •
    •
    In 2008

    S Y N DI CA TE 3
    DIFFERENT WORLDS, DIFFERENT TASTES

    Japanese Confectionery Market

    52
    32.1
    2008
    (In %) 14.7
    Chocolate
    Sugar
    Gum
    Cereal Bars

    S Y N DI CA TE 3
    THE COMPETITION:
    CONFECTIONERY IN JAPAN
    Market Share
    Lotte 19.6
    Meiji 16.1
    2008
    In % 12.5
    Ezaki Glico

    200 Other
    Companies
    THE HISTORY OF KITKAT
    IN JAPAN

     

     ́
     ¥ ¥





    THE RISE OF
    CONVENIENCE,
    THE SLOW
    •
    DECLINE OF
    •
    SUPERMARKETS

    S Y N DI CA TE 3
    THE PATH TO THE NEW LIGHTNING ROD TARGET CUSTOMER

    Market Reseacrh Insight


     ́

    KITKAT break should be a “release from stress” so that


    a consumer doesn’t have to return to work/study.

    S Y N DI CA TE 3
    •

    YASHIKI SATO
    PRESIDENT OF ONE BIGGEST
    CHAIN STORE IN KYUSHU ⚬

    • KENJI SUGANAMI
    NESTLE JAPAN
    BRAND MANAGER

    THE CALL IN KYUSHU

    •
    FROM
    KYUSHU •

    KOHZOH TAKAOKA
    MARKETING DIRECTOR
    NESTLE JAPAN
    •

    S Y N DI CA TE 3
    •

    KITKAT as Good luck charm


    Omamuri offer a student a wish of •
    "Good Luck Charm" “winning without fail

    OMAMORI Sakura
    "abundance and
    AND •
    success"

    SAKURA • KITKAT logo in the


    middle with the
    copy “the cherry
    ⚬ blossoms have
    ⚬ bloomed for you"

    S Y N DI CA TE 3
    •

    •
    MARKET SHARE
    • ́

    •
    ́

    CREATE WIN-WIN
    SOLUTION •

    DEEPENING •
    THE IMPACT ́

    OF THE •
    HISTORY SUPPORT STUDENT
    ́

    TEST TAKERS

    S Y N DI CA TE 3
    • ́

    MEIJI MEIJI
    •
    THE KARU SNACK AKARU SNACK
    •
    COMPETITION
    REGROUPS •

    •
    S Y N DI CA TE 3
    PEST ANALYSIS

    • • • • •
    • •
    •
    •
    •
    • •
    •
    •

    •
    • •
    •
    •
    •

    •
    •

    •
    SWOT ANALYSIS

    • • • •
    • •
    • •
    • •
    • •
    •
    •

    •
    • •
    •
    •
    STP
    •
    ⚬

    ⚬
    ⚬
    •

    •
    SEGMENTATION
    • •
    ⚬
    ⚬
    ⚬
    POSITIONING ⚬
    • Broad in appeal,
    •
    young infeel, big in ⚬
    TARGETING stature» this quote ⚬
    encompasses the
    brand positioning of •

    Kit Kat ⚬
    ⚬
    ⚬
    •
    ⚬ «
    ⚬
    QUESTION 1

    Who
    was original target
    customer for KITKAT in
    Japan and why was the
    company in
    need of new target
    customer by 2002 ?

    S Y N DI CA TE 3


    QUESTION 2

    1.What
    methods did Nestle Japan
    use to identify its new

    lightning road target
    customer

    and what specific problem

    was this new customer
    group facing?

    S Y N DI CA TE 3



    QUESTION 3 

    hat was Nestle


     
    pan’s original
    and story for
    TKAT, and what KEY ELEMENT TO DEVELOP NEW BRAND STORY
    w elements did it  Understanding the problem that Japanese student face
    verage to develop
     Right Approaching to get insight, give freedom of expression
    rather than doing survey or interview
    new brand story?
     Solving the problem and make new brand story about the real
    KITKAT break.

    S Y N DI CA TE 3
    Focussed to Japan Culture and Symbols by Localization Strategies
    •

    QUESTION 4
    •
    ⚬

    What
    marketing program
    do you suggest to ⚬
    further develop
    KITKAT Brand in
    Japan?
    •

    ⚬
    ⚬

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